HydroMassage Marketing Plan and Resources 1

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1 HydroMassage Marketing Plan and Resources 1

2 About The HydroMassage Marketing Plan and Resources are designed to help you successfully launch HydroMassage in your facility. It includes step-by-step instructions for implementation and training as well as marketing materials you can customize for your facility. The CD-ROM HydroMassage has provided you with a CD-ROM containing most of the files you will see detailed in this booklet. The CD-ROM includes PDFs and Microsoft Word documents that are easily customized. When editing the PDF files, please be sure to use the latest version of Adobe Acrobat Reader (a free software program downloadable from These items were designed for printing on a standard inkjet/laser printer. The HydroMassage Customer Website This website is currently under development. HydroMassage plans to offer a resource center as well as an online store for ordering the professional printing of HydroMassage marketing materials. The site is expected to launch by April 1, You will receive an in the coming weeks regarding the customer website launch. Legend The checkmark icon is used to identify MUST DO steps for a successful HydroMassage launch. Custom The custom icon is used to identify items which are available to order on the HydroMassage Customer Website The CD-ROM icon is used to identify items which are available on the HydroMassage Marketing Plan and Resources CD-ROM The monitor icon is used to identify items which are available on the HydroMassage Customer Website. 2 HydroMassage Marketing Plan and Resources

3 Table of Contents HydroMassage Steps to Success Marketing Plan Sales Tools Staff Training Materials...7 Membership Addendum Surveys...8 Marketing Materials...9 In-Club Signage...9 Session Cards Brochures and Flyers Gift Certificates Postcards /Online Marketing Newspaper Advertising Press Releases Radio Advertising Image Resources Video Marketing HydroMassage Marketing Plan and Resources 3

4 HydroMassage Steps to Success Marketing Plan This plan details the steps that should be taken to ensure a successful launch of the HydroMassage in your club. Read through it carefully and make sure to complete each step to maximize your success. Step 1 - Preparation Prior to shipment Consider where the bed will be located Consider placing your bed in your front lobby for the first two weeks to increase awareness / traffic among your members. Create spa-like atmosphere for HydroMassage room Dim the lights and paint the walls with a serene, muted color. Include spa-items in the room and rug underneath bed. If in open area, use screens or plants to provide a sense of privacy. Determine HydroMassage Pricing Options Example: Standard Basic Package: $9.95 for 1-2 massages per week Unlimited Massage (10-minutes per day, everyday): $ $19.95 per month Create a Limited-Time, Introductory Pricing Special Example: Sell unlimited massage package for $ $14.95 for the first 50 members who sign-up for HydroMassage. Example: If you re one of the first 50 people to sign up for HydroMassage, your first month is free. Create a Sales Compensation Plan for Employees Recommendation: Follow normal compensation plan currently in place for memberships. Example: If you pay 10% commission for gym memberships, pay 10% commission for HydroMassage packages. Identify Sales Goals for Your Sales Team Each employee should put a minimum of three members on the bed per day First week: 20+ memberships sold First month: 50+ memberships sold Create Sales Incentive Plan First salesperson to hit 20 packages sold gets $100-$200 cash or ipod 1 week prior to installation Send out Coming Soon blast Send to all members, friends and local business partners to let them know HydroMassage is coming soon Post marketing materials - posters, flyers, coupons Add HydroMassage promotional video to your ClubCom system 4 HydroMassage Marketing Plan and Resources

5 Step 2 - Launch Day 1 Week 1 HydroMassage Staff Training Make sure all sales and ops staff are on hand during HydroMassage installation for 30-minute training. Distribute HydroMassage quick reference guides Train employees on HydroMassage sign-up process Have 1-page membership contract addendum ready to sign-up members. Identify Sales Goals for Your Sales Team Each employee should put a minimum of three members on the bed per day First week: 20+ memberships sold First month: 50+ memberships sold Post HydroMassage marketing materials in club, including: - Limited time Free 10-minute Massage announcement on marquee outside - Posters - Front Desk signs - Gift certificate flyers - End-user brochures - 10 FREE HYDROMASSAGE Banner Receptionist / Greeter Offer free trials when members enter the gym Give members FREE HydroMassage trials 3-5 minutes unless there is no wait. Then offer 10 minute sessions Continuing HydroMassage Staff Training Get all employees / salespeople on the bed for at least 15 minute massage sessions each day. New Prospective Member Tours At the end of the tour of club, put them on the bed for a 3-5 minute trial before taking them to the closing area Require members to fill out surveys after free trial If they answer Yes-Somewhat or Yes-Interested to question #6, walk them up to front desk to review pricing and sign them up right there. Always be ON HAND when they finish their massage to review pricing options and close the deal. Member Referrals Call all new member referral names listed on completed surveys each day and offer free massage for limited time. Send second blast Let everyone know the date HydroMassage will be available along with a coupon for a for a free HydroMassage trial session. Have HydroMassage Usage Sign-up sheet on-hand at front desk HydroMassage Marketing Plan and Resources 5

6 Step 3 - Success New Prospective Member Tours At the end of the tour of club, put them on the bed for a 3-5 minute trial before taking them to the closing area. Make sure every prospective member tries HydroMassage before signing membership agreement. Make sure bed is always in FREE TRIAL MODE This allows members to start trial automatically and sign-up for packages on the spot. Send blast to members Letting them know the bed has arrived and how easy it is to use with a coupon for a free HydroMassage trial session. Instructors should announce HydroMassage free trials before and after group fitness classes Place Free massage coupon / banner ad on your website Pass out 4-member massage profile cards with Free Session Coupon Drop-off free massage coupons to local GNC / Vitamin stores, sports leagues/teams/clubs, corporate offices, etc. Include free massage coupons in participant packets at local races, walks, tournaments or other charity events. New Member Packets Include FREE Massage Coupon / Benefits of Massage in all new member packets. Newsletters / blasts Include FREE Massage Coupon with regular internal newsletters / blasts to your members Load your members into HydroMassage Member Management database prior to launch to give all members a free 3-minute trial Submit your surveys Appoint 1 person each day (beginning or ending of day) to collect all surveys completed and report on number of package sales. Fax / Send copies of surveys weekly to HydroMassage Sales Tip s Send your staff addresses to HydroMassage to be included on regular HydroMassage sales tip blasts HydroMassage Marketing Coach Call HydroMassage Marketing Dept 1 week after launch to discuss results and adjust marketing approach if needed. Incorporate results into regular club reporting When 250 packages sold, 2nd bed should be ordered. Club is currently making between $2500 and $5000 per month from 1st bed. 6 HydroMassage Marketing Plan and Resources

7 Sales Staff Training Materials Quick Reference Guide The Quick Reference Guide gives step by step instructions to make selling memberships/packages simple for your sales staff. This flyer details how to operate the HydroMassage bed, how to effectively sell massage packages and how to quickly and easily add HydroMassage to an existing membership. File details: 5.5 x 8.5 (half sheet of letter-sized paper) / double-sided HydroMassage Marketing Plan and Resources 7

8 Membership Addendum This form is an easy way to include selling the HydroMassage packages along with your gym memberships. Simply add this form to your existing membership agreement to be sure your sales staff remembers to review and up-sell the HydroMassage packages your facility offers. File details: Letter-sized paper / single-side HydroMassage User Survey Utilize this survey to find out if members are interested in adding HydroMassage to their membership and also to gain new member referrals. Be sure to fax or mail these surveys in weekly to the HydroMassage corporate office so that we can help track your progress and assist you with your HydroMassage launch. File details: Letter-sized paper / single-side 8 HydroMassage Marketing Plan and Resources

9 SoreMuscles_18x24_0109.indd 1 12/9/ :44:51 AM Marketing Materials In-Club Signage These posters are designed to promote HydroMassage inside your facility. Hang them in the locker rooms, group fitness rooms, etc. File details: 18 x24 Sore muscles? Back pain? Stress? Yo uneed a massage. Try HydroMassage FREE TODAY! TearRepair_18x24_0109.indd 1 12/9/ :49:58 AM Treat yourself to a powerful deep-tissue massage with the HydroMassage heated massage bed. Ask an associate for more information. HydroMassage Marketing Plan and Resources 9

10 Session Cards Cards Your first set of Cards is included as part of your launch kit. These cards include random numerical codes that are pre-programmed into your Touchscreen. Each card is valid for a 3-minute free trial of the HydroMassage. Distribute these cards freely to existing and potential members. 3 HydroMassage FREE MASSAGE CARD 2 Press Log On button on the Touchscreen Enter code: Press Start 1 Relax and enjoy your massage! To reorder cards, call HydroMassage corporate headquarters at File details: Standard business card size / single-side Ask the front desk how you can enjoy a massage everyday! Free Experience Cards These cards are used to offer free HydroMassage trials to existing and potential members. They do not have a numerical code or pre-set time limit. When redeemed, a staff member must escort the user to the bed and enter the free trial and time limit manually. These cards allow the member to experience the HydroMassage for a longer period of time and offer the staff the opportunity to discuss benefits and pricing. File details: Standard business card size / double-sided Custom As low as 7 /piece Multi-Session Punch Cards These cards are used to sell HydroMassage multiple session packages. They are ideal for selling massage sessions a la carte to non- members who still wish to use the HydroMassage. This provides you with immediate cash-flow from the sale while providing the customer with a discounted per massage rate for buying multiple sessions. File details: Standard business card size / double-sided Custom As low as 7 /piece 10 HydroMassage Marketing Plan and Resources

11 Brochures and Flyers Benefits of Massage Flyers Your first set of Benefits of Massage Flyers is included as part of your launch kit. These double-sided flyers address how HydroMassage can benefit various lifestyles. The back of the flyer includes a coupon for a free trial and a customizable area for your club s information (i.e. address, phone, etc.) File details: Half-sheet of letter-size paper / double-sided Custom As low as 28 /piece User Tri-fold Brochures The brochures are provide members with detailed information about HydroMassage and it s benefits. Brochures may be included in new member packets, displayed on the front desk or placed near the HydroMassage bed. File details: 8.5 x 11 tri-fold brochure HydroMassage Marketing Plan and Resources 11

12 Gift Certificates HydroMassage gift certificates are a great way to get potential members into your gym. By promoting massage as the perfect gift for any holiday or special occasion, current members canbuy gift certificates for friends and family. When redeemed, you have the opportunity to introduce your club and sell memberships to these qualified referrals. File details: 8.5 x 3.5 / single-side HydroMassage Gift Certificates 0109_CustomLayout.indd 1 GIFT CERTIFICATE This certificate entitles to Valid at LOGO AREA 2.5 x.875 (Eras Light 10pt) Address City, State ZIP Phone Website Authorized by Expires Number Not redeemable for cash. 2/17/2009 9:20:14 AM Custom As low as 4 /piece Gift Certificate Promotional Signage This Gift Certificate Promotional Signage is available for general and holiday-specific usage. Holidays included are: Valentines Day, Mothers Day, Fathers Day, Administrative Assistants Day, and Christmas. File details: Letter-sized paper / single-side Make their day. Give the gift of massage. HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. One Month "Unlimited Massage" $30 Pamper your Mom. Flowers are nice and candy is sweet, but the gift of massage is a real treat! HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. Give her the gift of HydroMassage this Valentines Day! Love is in the air. $30 One Month "Unlimited Massage" Say thank you. Don t forget Administrative Assistants Day! HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. Say thank you with a gift that lets them know their appreciated! $30 One Month "Unlimited Massage" Dads are the best. Give him the gift of massage this Father's Day. HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. Let Dad know how special he really is... Give him the gift of HydroMassage! $30 One Month "Unlimited Massage" Give her the gift of massage this Mother s Day. HydroMassage is a fully customizable, user-friendly massage system that gives users a powerful, heated, deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. Give her the gift of HydroMassage this Mother s Day! $30 One Month "Unlimited Massage" Looking for a unique Christmas gift? HydroMassage is a fully customizable, user-friendly One Month massage system that gives users a powerful, heated, "Unlimited $30 Massage" deep-tissue massage in as little as 10 minutes. You enjoy all the benefits of traditional massage while remaining clothed and comfortably dry throughout your massage. This Christmas, give him the gift of HydroMassage! Massage is the perfect gift for friends, neighbors, co-workers, teachers... or anyone who you think deserves a little extra pampering. Give the gift you know they will appreciate! 12 HydroMassage Marketing Plan and Resources

13 Postcards Happy Birthday Postcards Use these postcards to recognize your members birthdays and offer them a free HydroMassage to celebrate. File details: 4 x 6 Postcard Custom As low as 6 /piece We Miss You Postcards Use these postcards to reconnect with members who may be coming to the gym less frequently or members who have cancelled their memberships. Get them back in the gym by announcing your newest amenity, HydroMassage, and offering them a free trial. File details: 4 x 6 Postcard Custom As low as 6 /piece HydroMassage Marketing Plan and Resources 13

14 /Online Marketing Blasts These blasts were designed to introduce and promote HydroMassage in your club. The following templates are available: Coming Soon (to be sent prior to Launch), HydroMassage is Here with a coupon (to be sent on first day HydroMassage is available), It s Easy to Use with a coupon (to be sent post-launch to explain ease of use). These are only templates and must be edited in HTML/Dreamweaver for use. Website Banner Ads These Banner Ads were designed introduce and promote HydroMassage on your club s website. 14 HydroMassage Marketing Plan and Resources

15 Sample Print/Newspaper Advertising This sample print ad gives you an idea of how print advertising can be used to promote HydroMassage in your club. Each publication has specific design requirements. Therefore, it is recommended that you utilize the graphic design services offered by the publication to complete the design of your ad. Press Release Template This press release template allows you to announce the addition of HydroMassage to your club. The press release must be customized with your club s information and specific details regarding pricing, offers, etc. It is recommended that the press release be completed and distributed to local media outlets (newspapers, radio and television stations) immediately following the launch of HydroMassage in your club. Radio Advertising Script This sample radio script can be customized to promote HydroMassage in your club. HydroMassage Marketing Plan and Resources 15

16 Image Resources High-resolution images and logos for promotional use are included on the HydroMassage Marketing Plan and Resources CD-ROM. Video Marketing HydroMassage provides promotional videos to play on your in-club entertainment system. To request a copy for your club, call HydroMassage Marketing Plan and Resources